May 01 2009
In our consulting practice, we define a company’s market traction by its ability to get paying customers who love their product and recommend it to others. Arriving at this place means a company has done a lot of things right: They’ve defined their target market clearly and identified their ideal customer, thus providing a focal [...]
Jan 23 2009
The majority of new products fail. Statistics on the exact percentage that fail may be a matter of some debate. Still, most product innovators and academics would agree that more than half of new products fail to meet their financial goals in the marketplace. Why? EcoStrategy Group has compiled a list of the top 10 [...]
Dec 11 2007
As a company offering clean technology products, you may have a great story about how your product is better for the environment than your competitors’ offerings. But, if your message does not resonate with your target market, it will fall on deaf ears. How do you get your cleantech message across when environmental benefits are [...]
Nov 27 2007
Over the Thanksgiving weekend, I spoke with a friend who was involved in green product certification back in the early 1990s. My friend came away from her green certification experience feeling that it wasn’t really worthwhile for companies to certify their products as green. She concluded that the vast majority of consumers would buy “green” [...]
Nov 20 2007
At last week’s Cleantech Crossroads* event in San Francisco, architects were well-represented among the attendees. It’s clear that architects play a pivotal role in green building. They do something every day that most businesses, institutions and individuals may undertake only once a decade. Because architects design large and complex building projects that have long-lasting effects [...]